In contrast to the last decade and earlier, everything seems to focus on streaming now. DVD rental services which sent you media by mail are obsolete and even the ordinary TV is rapidly changing. Most channels offer you some kind of media center where you can access a lot of media files that have been recently aired as a kind of smart archive. Today, nobody wants to wait hours to watch favorite shows, movies or an episode of a series. We think that fast and easy access to your favorite items is pretty cool, but also requires rethinking.
Why? Because a lot of pattern are not valid any longer. For instance, there is no prime time, because every time is prime time. Furthermore, the classical one episode a week scheme is not present any longer, since most people tend to watch episodes in a bulk fashion. And last but not least, a streaming service has the freedom to suggest all kind of similar items in stock because there is no restriction to items that will be aired within the next days.
Thus, a single platform has a lot potential, because personalization is much easier when every action of a user can be treated as some feedback. Like when a user stops watching a suggested show -and never returns to it- just after a few minutes, or when a user watches several episodes of a season of a specific series in row. The list is practically endless, because the user continually interacts with the system which is in stark contrast to a typical recommender website. There, you just login to rate movies or to get new predictions, but the site has no access to your actual watching habits. In other words, the easier it is to rate movies or infer user preferences, the more effective and beneficial it is for users. Plus, since the service is usually used by dozens of other users, the system can combine individual preferences and group preferences very easy.
Bottom line, the idea to provide a platform that combines streaming and the user interface to elicit and implement preferences is a very a smart move. And as we already mentioned a dedicated recommender website is burdensome and often time consuming for users, also because some movies from the streaming platform might not be available at the recommender website. In other words, if the recommender platform does not offer streaming, or the streaming platform does not include a recommender, the user experience is not really satisfying. The drawback of a combined platform is that the user data is so valuable that it is kept as a national treasure and not even he user itself is able to extract it. This restriction binds the user to service, because without the data, a new service has to elicit all the user preferences from scratch again which definitely takes a lot of time.